Hero Honda : ‘Dhak Dhak Go’

IIPM 3-year full-time Integrated (MBA BBA) Programme

Elvis Sequeira,
VP & ECD, JWT Delhi
“Fundamental to Hero Honda’s success is a very simple policy of creating products based on understanding consumer needs and then designing highly reliable cost and fuel-efficient bikes that address these needs in every segment in the category.”

Murad Ali Baig
Auto Expert
“Hero Honda introduced the revolutionary four-stroke engine. people laughed. However, Hero Honda bikes swept the market. Had Hero Honda not existed, the advent of such technologies would not have happened as early in india, but would have taken their due course.”

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THE GLOSSARY AND OVERALL RANKS

IIPM 3-year full-time Integrated (MBA BBA) Programme

Brand Awareness: Consumer response to a marketing campaign, including below the line activities, brand endorsers, communication contributing to brand information and positive consumer disposition, et al.

Image & Perception: Perceived identity of a brand amidst consumers, based on marketing initiatives and delivery on promised commitments, on which, the consumer forms a mental image of a brand, which may or may not be real.

Brand Loyalty: When the consumer is tempted enough to stick to a brand, out of commitment or need towards that monicker, he is displaying his loyalty to that brand.

Brand Performance: Consumer’s perception of the performance of a brand. Respondents were asked to take into account distribution network, word of mouth publicity, promotional activities by the brand vis-à-vis its competitors. Also includes the consumer’s perception of sales, profits and the goodwill of the brand.

Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the brand reaches such a stage that it becomes synonymous with that product category. So when a brand is inadvertently associated with any value, personality or attribute, it denotes a brand association.

And here they come now...

Rank 1-13


Rank 14 - 56

Rank 57 - 78

Rank 79 - 100

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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